The Influence of Pop-up Advertising on Consumer Purchasing Behavior

DOI

10.2991/meic-14.2014.49How to use a DOI?

Keywords

online advertising; social media; pop-up ads; purchasing behavior; Ghana

Abstract

Social media platforms such as Facebook, Twitter, MySpace, Linkedln, and Youtube have attracted substantial number of users, many of whom spend several hours daily on these platforms. These platforms have therefore become fertile grounds for marketers/advertisers to target different types of customers. However, the impact of these ads has become more and more pervasive. The study therefore explores the influence of online advertising, especially pop-up ads on the purchase behavior of social media users. A sample of social media users who are familiar with these online ads were drawn from a public university in Ghana. The findings reveal that social media users perceive online ads, especially pop-up ads as intrusive and ineffective. Also the study establishes that pop-up ads have little impact on the purchase behavior of social media users since a negative attitude has been formed towards pop-up ads. Based on the findings of the study, it is recommended, among other things, that advertisers should design pop-up ads that are user friendly and less intrusive.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Le Wang
AU  - Flora Ampiah
AU  - Lei Xu
AU  - Xiaoshu Wang
PY  - 2014/11
DA  - 2014/11
TI  - The Influence of Pop-up Advertising on Consumer Purchasing Behavior
BT  - Proceedings of the 2014 International Conference on Mechatronics, Electronic, Industrial and Control Engineering
PB  - Atlantis Press
SP  - 217
EP  - 220
SN  - 2352-5401
UR  - https://doi.org/10.2991/meic-14.2014.49
DO  - 10.2991/meic-14.2014.49
ID  - Wang2014/11
ER  -